Many firms, including Amazon and IKEA, utilise augmented reality (AR) technology to enhance the consumer experience. In the retail industry, AR is gaining increasing traction as a means of improving the customer experience overall. In this research, we conduct an exploratory analysis to determine whether AR contributes positively or otherwise to customer experience. By means of semi-structured interviews, we identify seven core themes pertinent to the customer journey. Findings suggest that, prior to purchase, AR can broaden consumers’ product consideration set, while narrowing the choice set. Moreover, we find evidence that AR can lessen brand value, thereby giving emerging brands the opportunity to connect with consumers. Findings indicate that, at the point of purchase, AR can help with product curation and drive hedonic value through playfulness. Finally, at the post-purchase stage, findings show that AR can influence consumer choice confidence, and can also amplify cognitive dissonance. From these themes, we draw implications for theory as well as managerial implications in terms of balancing the potential promises and perils of AR as an innovation technology.
PurposeIncreasingly, retailers are adopting technologies such as augmented reality (AR) as tools to enhance the customer experience. However, little is known about consumers' differing attitudes towards AR. The aim of this study is to explore how consumers differ in terms of the value they receive from using AR, as well as the trade-offs they experience when using the technology for shopping. Moreover, the study explores the individual characteristics that lead to these differences by segmenting consumers according to their perceptions of and attitudes towards AR as a shopping tool.Design/methodology/approachTo identify the segments, latent class analysis was conducted on the data collected from an online survey of 503 US consumers.FindingsThe analysis yielded four distinct segments of consumers who vary in their attitude towards AR as a shopping tool – AR Averse, AR Hesitant, AR Open and AR Enthusiastic. Covariate analysis indicated that the factors which drive membership of these segments include perceived ease of use, perceived usefulness and psychographic characteristics such as innovativeness, time pressure and shopping enjoyment.Practical implicationsThe heterogeneity of consumer attitudes towards AR is driven by consumers' perceptions of decision confidence (how they see AR enhancing their ability to make choices), information overload (the potential for AR to over-stimulate shoppers) and experiential value (the derived value from engaging with AR). Hence, retailers should leverage these dimensions when communicating the value of AR in assisting consumers when shopping.Originality/valueThis study highlights that heterogeneity exists in consumer attitudes towards AR, and suggests that the attitude towards AR is not a fixed value, but can change through education.
It is widely accepted that human is exposed to microplastics through food consumption, however data occurrence in foodstuffs are still little and basically limited to seafood. In this study, the presence of microplastics was investigated in icefish (Neosalanx spp.) samples sourced from various mass-market retailers in Italy, supplied as frozen, glazed and vacuum-packed product. Icefish is a small freshwater fish widely imported in Europe from China as surrogate of other fish species subjected to commercial restriction, consumed whole after cooking in several culinary preparation. The samples (~10 g of icefish from each of the 40 packs tested) were digested using a solution of 10% potassium hydroxide and filtered through a 5 μm pore-size filter. Filters of the samples were observed under a stereomicroscope and the chemical composition of the items detected were analysed by FTIR spectroscopy. A total of 163 items were counted in 37 (92.5%) samples with a mean value of 0.42±0.28 items/g w.w. Fibers were the most detected morphotype and several plastic polymers, such as polypropylene, polyethylene, polyethylene terephthalate and polystyrene, were identified by FT-IR analysis. As store-bought samples, the sources of microplastics could be substantially related to contamination during food processing. However, an intravital exposure to microplastics present in the surroundings waters cannot be ruled out. More foodstuffs need to be investigated for microplastic presence. In this study, microplastic occurrence was reported in freshwater biota intended for human consumption sampled directly from supermarket contributing to the risk assessment of human exposure to microplastics via food consumption.
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